The East India Tea Company is capitalising on improved distribution
with advertising to give its Dr Stuart’s fruit and herb teas more macho
At the same time, the new autumn campaign through Barrett Cernis Delves
& Partners pushes the ’naturalness’ of the products amid growing
consumer worries about the effect of GM foods.
The ads will break next month in health and lifestyle magazines and on
posters. One ad asks: ’What do you mean we don’t add anything to our
It comes in a box doesn’t it?’ The ads are the work of the agency’s two
creative partners, the writer, Andy Imrie, and the art director, Ray
Media buying is through New PHD Compass.
The advertising is part of a drive to broaden distribution beyond health
stores. The teas are stocked by Waitrose and, more recently, by
Sainsbury’s and Tesco.
It is hoped that the latest burst will turn Dr Stuart’s into a more
potent rival to Heath & Heather, London Herb & Spice and own-label
products in the pounds 22 million fruit and herb tea market.
Justin Cernis, the agency’s managing partner, said: ’We have a natural
proposition which we’re sustaining and being more ballsy about.’